Some typographic branding work has been pared
back beyond its core elements, stripping out parts of letterforms for a more
subtle, sophisticated approach that communicates using the least information
possible. When the right balance is struck, missing elements in logos leave the
viewer to fill in the blanks as the brain automatically solves the puzzle.
In order for a new brand to stand out in an
already densely populated market place, it needs to be timeless, clean and
communicate clearly. Many consumers are embracing global brands that
demonstrate a truly international aesthetic – designers are often achieving
this by looking to how great brands of the past were for inspire use of bold color
and simple fonts.
One of the companies I found to be utilizing
this strategies is Anagrama for the clients they have worked with, the work
they did for an architectural firm MTLL, for instance strips out the lines from
the M to help convey its dedication to finding simple solutions. This is
another creative way of emphasizing what the company does and what it stands
for without applying too much information on the corporate image.
What do you all say?
“We developed a typographic logotype in which the firm's initials were
as reduced as possible to convey the constant search of simplicity and
pragmatism.
The typography's traces are very robust in order to give the brand strength. However, they contrast with the serif's fine details making the logotype much more legible, giving it a very distinctive personality.”
The typography's traces are very robust in order to give the brand strength. However, they contrast with the serif's fine details making the logotype much more legible, giving it a very distinctive personality.”
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